Increase the
sales
on marketplaces
conversion rate / visitor
number / sales revenue / order value
Context
We launch New Year products annually. For 2024, I designed a 4-month marketing campaign, but first-month sales fell short of last year’s.
My Role
As the main marketing manager, I oversee both marketplaces and consignment stores, working closely with data and marketing team members.
Achievements
+200%
conversion rate
+62%
visitor numbers
+10%
order value
+15%
sales revenue
Problem Statement 1:
Increase Visitors
Despite follower growth, our post reach and shop visitors haven’t kept pace. How can we create content that better engages followers and drives them to our online shop?
Hypothesis
By sharing more content about the story of the product and the product development process, likes on posts and visits to our online shop might increase.
Promotional Photo vs. Design process image
The basis of this hypothesis is that our Instagram and Facebook insights show that content about the design process and product inspiration engages our followers the most.
A/B test
Goal: Increase post reach and guide visitors to the online shop from social media
Control Group 50%
Experimental Group 50%
Metrics & Results
post reach
+350%
visitors
+62%
landing page view
+38%
time frame
7 days
Problem Statement 2:
Increase Conversion Rate
Our annual New Year products usually have a 4% conversion rate on the online shop, but this year’s new products only have a 2% rate. We need to improve the conversion rate to the previous 4% level.
Hypothesis
Upload videos to the product page might increase the conversion rate
I noticed that most of the products on the landing page of the platform have a promotional video. I guess the algorithms have been adjusted due to the global trend of short videos.
A/B test
Goal: Increase conversion rate on the product page
Control Group 50%
without video
Experimental Group 50%
with video
Metrics & Results
conversion rate
+200%
order value
+10%
time frame
14 days
Informed Decision Making
Based on our core metrics results, we decided to share more content about the design process and upload videos to all of our new launching products
Trade offs
There are still several potential pitfalls:
Producing a video takes about 2 hours, which increases the workload by 200% compared to simply using promotional photos.
Therefore, we have decided to use a common promotional video for products in the same series